If you’re in charge of launching products or features, you know the drill: too many campaigns, not enough time, and a team that’s always asking, “Which copy goes where?” This guide is for anyone running go-to-market (GTM) launches who’s tired of campaign chaos—especially if you’re using Copy to wrangle it all.
Let’s get into what actually works for managing multiple campaigns in Copy, without getting lost in spreadsheets or endless Slack threads.
Why Managing Campaigns in Copy Gets Messy Fast
You start with one campaign. Then product wants another. Then marketing chimes in with a “quick” promo. Suddenly, you’re swimming in conflicting messages, old drafts, and that one Google Doc from last quarter that just won’t die.
Here’s what usually happens: - Messaging gets diluted or contradicts itself. - Teams lose track of what’s approved, what’s not, and what’s outdated. - Launches slow down because no one’s sure what’s live.
The reality: Most teams don’t need more “alignment.” They need a system that keeps campaign content organized, consistent, and easy to update—without overcomplicating things.
Step 1: Get Clear on Your Campaigns (Don’t Skip This)
Before you touch Copy, get honest about what counts as a campaign. Not every email blast or social post is a campaign. If it doesn’t have a clear goal, audience, and message, it’s just noise.
What to do: - List every active and planned campaign for your GTM push. - Note the goal, main audience, and key message for each. - If you can’t explain the point of a campaign in one sentence, kill it or merge it.
Pro tip: Less is more. If you’re running five campaigns with overlapping goals, combine them. You’re not impressing anyone by juggling extra work.
Step 2: Set Up Copy for Campaign Management
Now that you know what you’re actually launching, set up your workspace in Copy to reflect reality—not wishful thinking.
Here’s what works: - One project per campaign: Don’t lump everything into “Q3 Launch.” Give each campaign its own project, even if it feels like overkill. - Use consistent naming: Name projects and files so anyone can tell what they’re for (“Spring 2024 Product Update – Paid Social” beats “Final_V2_UseThis”). - Templates are your friend: Build or grab templates for emails, ad copy, landing pages, etc. Don’t reinvent the wheel for every campaign.
What to ignore: - Overly granular tagging or folder systems. If you’re spending more time organizing than writing, you’re missing the point.
Step 3: Map Out Your Messaging Before Writing
Don’t let the draft blank page be your first stop. Before you write, lay out the core message for each campaign and spot any overlaps. This saves you from writing three versions of the same thing.
Try this: - Make a “messaging matrix”—a simple table listing campaigns down one side and key messages across the top. - Fill in what each campaign is really saying. - If two campaigns are nearly identical, merge or tweak them.
Pro tip: Run your matrix by someone from each team (product, sales, marketing). If they can’t tell the difference between campaigns, customers won’t either.
Step 4: Build Out Copy Assets the Smart Way
Now’s the time to actually create your email, ad, landing page, or whatever else you need. Keep things tidy—don’t let every asset become its own monster.
How to keep it under control: - Batch similar assets: Write all your email subject lines at once. Then all your ad headlines. You’ll spot duplicates and tighten your messaging. - Reuse, don’t rewrite: If copy works for one asset, tweak it for another instead of starting from scratch. - Keep feedback in Copy: Avoid the “feedback in Slack, updates in Docs, approvals in email” trap. Use Copy’s commenting and versioning features so you always know what’s final.
What to ignore: - Chasing perfection. “Perfect” copy that’s late is worse than “good enough” copy that ships on time.
Step 5: Review and Approve—Without Losing Your Mind
Approvals are where campaigns go to die—or at least, to stall out for days. Speed things up by making the process clear and lightweight.
What works: - Assign a single owner per campaign. They’re responsible for getting feedback and signoff. - Use Copy’s approval flows. Don’t rely on “just ping me on Slack.” - Set deadlines for feedback. If someone misses it, move forward. No exceptions unless there’s a legal issue.
What doesn’t: - Group reviews with 10+ people. You’ll get conflicting feedback and endless delays. - Treating every minor asset like a press release. Save the big reviews for the big stuff.
Step 6: Stay Organized Post-Launch
After launch, don’t let your campaign content rot in a forgotten folder. You’ll need it for reporting, updates, and (let’s be real) copying for the next launch.
Best practices: - Archive old campaigns: Move finished projects to an “Archive” folder in Copy. Out of sight, but not lost. - Tag lessons learned: Add a quick note to each campaign project: what worked, what flopped, and what you’d do differently. - Update, don’t duplicate: If you’re running a similar campaign, copy the old project and tweak. Don’t start from scratch unless you have to.
Pro Tips for Juggling Multiple Campaigns in Copy
- Don’t chase shiny objects: Stick to what works for your audience. Ignore every “best practice” that doesn’t fit your product or brand.
- Automate what you can: Use Copy’s snippets, templates, and approvals to cut busywork. But don’t automate your judgment—review your work with fresh eyes.
- Share, but don’t overshare: Give teams access to what they need—no more, no less. Too many cooks really do spoil the messaging.
What to Ignore (Seriously)
- Overcomplicating workflows: You don’t need a six-step approval process for a Twitter post.
- Chasing perfect alignment: Some disagreement is healthy. If everyone agrees, someone’s not paying attention.
- Relying on “set it and forget it” copy: Messaging needs updates. Check in on your live campaigns and tweak as needed.
Wrapping Up: Keep It Simple, Iterate Often
Managing multiple campaigns in Copy doesn’t have to be a headache. Get clear on what you’re running, set up your workspace so it works for you, and keep your process simple but disciplined. Skip the busywork, focus on what actually moves the needle, and don’t be afraid to kill a campaign that isn’t working.
You’ll never have perfect alignment or total control—but you’ll have less chaos, fewer last-minute scrambles, and a GTM strategy that actually gets results. Now, get back to shipping.